Xiaomi Mi 9 is here, Lei Jun: This is the last time to set the price below 3,000

Indeed, apart from the fact that the price of Xiaomi 9 has not been announced, which has become the biggest suspense of the press conference, Xiaomi 9 has lost any "mystery" and its relevant configuration and performance have been "revealed" before the press conference!

On the eve of the official launch of Xiaomi 9, Lei Jun and Wang Yuan had an awkward video chat, and the online "serial launch conference" of Xiaomi 9 has been going on for many days. At the launch conference, Lei Jun also said that the configuration of Xiaomi 9 has been announced in the Weibo serial, and the only thing missing is the price. Xiaomi wants to scare all its competitors. In the past, Xiaomi invested 4 billion yuan in research and development, but pricing was an unprecedented problem. Xiaomi is particularly afraid that Mi fans will say that Xiaomi has changed and Lei Jun has changed. Therefore, the price is left to Lu Weibing (Xiaomi is responsible for the ultimate experience).

Lei Jun also revealed in his article on February 17 that "Xiaomi's flagship phone must get rid of the constraints of cost-effectiveness... The manufacturing and R&D costs of Xiaomi 9 are definitely not cheap. It is impossible to expect us to sell it at a very low price. Xiaomi 9 is definitely much more expensive than Xiaomi 8. I especially hope that everyone understands!"

This preview gave Mi fans who were looking forward to Xiaomi's "value for money" a shot of prevention in advance. During the interview session of Xiaomi's Redmi independent press conference, Lei Jun also publicly expressed his dissatisfaction with the term "value for money". "'Value for money' is a sinful term, and our competitors have always used this to discredit us. Because once you mention value for money, people will say your product is low-quality."

At the press conference, Lei Jun said, let's celebrate first, after Redmi became independent, Redmi Note 7 shipments reached one million in half a month. Lei Jun then said that in the future, Xiaomi will focus on "innovation" and "extreme" experience, while Redmi will focus on high quality and extreme cost performance.

Finally, Lei Jun said that he learned from the most expensive product of a competitor, the Mate 20. Lei Jun himself was a little disappointed because there was a difference between what he saw and what was reported. The competitor just used very expensive materials to make a frame, and Xiaomi's confidence increased after learning from it. After announcing the price of 2,999 yuan for the Xiaomi 9 with 6GB+128GB, Lei Jun said that this might be the last time Xiaomi's price would be less than 3,000 yuan. As an entrepreneurial and innovative company, Xiaomi will always adhere to the cost-effective strategy.

"The price is lower and the product quality is better. Isn't this Xiaomi's contribution to China, the world and the industry?" Lei Jun asked. There was cheering at the venue, mixed with the feedback of Mi fans saying "It's too cheap".

Lei Jun said on Weibo that in order to strengthen cooperation with Qualcomm, Xiaomi established a US R&D center in August 2017. At the beginning of the Snapdragon 855 project, the Xiaomi team participated in the discussion of chip products, tracked and verified the design of the solution, and jointly optimized the chip solution. With three times the investment in R&D and testing resources, the Snapdragon 855 was launched today.

Snapdragon 855 is the biggest upgrade of the 800 series in recent years. It is not only the latest 7nm process, but also has a "super core" CPU with a main frequency of up to 2.84GHz, and a 45% increase in single-core performance. Snapdragon 855 provides powerful power for Xiaomi 9 and is the biggest technical upgrade of the 800 series: Qualcomm's self-developed Kyro 485 core, eight cores are divided into three groups, one super core + three large cores + four small cores, better balance performance and power consumption. The super core has super powerful performance, with a main frequency of up to 2.84GHz 7nm process.

At the offline press conference, Lei Jun did not forget to praise Qualcomm, a partner. Lei Jun said that Xiaomi is the first (among all other manufacturers) to use Snapdragon 855 today. It is the best flagship phone on the planet, and Snapdragon 855 is the biggest technological breakthrough in the history of (mobile phone chips).

• Xiaomi Mi 9 turns on the display enhancement function when playing games, which improves the contrast of fog, night scenes, grass, and woodland, allowing you to spot enemies faster. Users can choose bright or vivid images according to their preferences.
  

• The sound parameters are customized for different games, and the music games are more shocking. The footsteps of the chicken-eating games are clearer with headphones, and you can predict the location of nearby enemies by listening to the sound.

• We have made special optimizations for touch control and hand tracking issues for games, which greatly reduces the delay from touch to screen response. When playing games, it feels like "point and hit". You can also customize the hand tracking degree according to different operating habits, similar to the sensitivity of a mouse. Some people like it to be very slow, while others like it to be very sensitive.

At the press conference, Xiaomi specifically compared the 980 models of its competitors. The competitors have GPU Turbo and CPU Turbo. This time, Xiaomi launched Game Turbo for games. They are all Turbo, but Leifeng.com thinks that the smell of gunpowder is too strong.

• 12x17 high-quality super linear speakers. 12x17 is one of the largest speakers in flagship phones, and the super linear speakers are also top-notch.
  

• The sound cavity design is combined with bass materials to achieve a large sound cavity equivalent to 0.9cc.

• The industry's top ultra-high voltage Smart PA is used to dissipate heat specifically for the sound system to achieve better sound effects. The self-developed MiSound is professionally tuned and tested based on user preferences.

• Samsung's top-level AMOLED screen, Corning's sixth-generation Gorilla Glass (Corning GG6 glass), 103.8% NTSC ultra-wide color gamut, and brightness up to 600nit (early screens NTSC 72%).

• The screen has obtained the safety for eye certification from the German Association of Electrical Engineers VDE. The screen's harmful blue light accounts for 12%, which is 33% lower than LCD, so it can be used with confidence by both adults and children. At low brightness, the screen maintains color fidelity, optimizes gamma, and has a smooth transition to high-brightness mode.

• Screen fingerprint: The fifth generation screen fingerprint, unlocking speed increased by 25%. Ultra-high screen-to-body ratio 90.7%, small "chin", small "forehead".

• Highly sensitive under-screen light sensor, third-generation ultrasonic distance sensor.

At the press conference, Lei Jun specifically introduced Xiaomi's extreme lightness and thinness, full curved body, four curved lines + curves. "The thickest part of the body is 7.61mm", "the beauty that touches the palm of your hand", "every detail is very extreme", and the screen-to-body ratio is 90.7%, 40% less than Xiaomi 8.

In terms of photography, the AI ​​triple camera has three cameras: a 12-megapixel portrait lens, a 48-megapixel Sony main camera, a 16-megapixel ultra-wide-angle + macro lens, and a 48-megapixel ultra-high resolution. Lei Jun said that the 48-megapixel ultra-high resolution he understood is like a "magnifying glass" for close-ups and a "telescope" for long-distance shots.

On February 18, Xiaomi Group released a notice of organizational adjustments and appointments for the mobile phone department and platform department. This adjustment is different from the changes to the functional departments of Xiaomi Group headquarters in September last year. Xiaomi will focus more on the mobile phone business department, mainly to strengthen the development of Xiaomi mobile phone research and development system. In addition, Caijing exclusively reported that Xiaomi Group is gradually promoting management hierarchicalization and KPI implementation.

According to the "Xiaomi Group Document - Organizational Adjustment and Appointment Notice of the Mobile Phone Department and Platform Department", in order to strengthen the strategy and operation of the mobile phone department, the mobile phone department established a staff department and appointed Zhu Lei as chief of staff, responsible for mobile phone business sales operations, business operations analysis, cost accounting and other businesses, and reporting to Lin Bin.

According to a report by China Business News, Xiaomi's adjustment this time is very different from last year. Last year's changes were group-wide adjustments, and the mobile phone department was not involved. This time, the Xiaomi Group's internal adjustment is focused solely on the Xiaomi mobile phone department, in order to pay more attention to the research and development of mobile phone components.

With the "growth" of Xiaomi in recent years, especially after its listing in Hong Kong last year, Xiaomi's previous startup-style flat management is obviously no longer suitable for the current situation. More importantly, Redmi officially separated from Xiaomi Group in 2019 and began to operate independently, taking on the responsibility of "cost-effectiveness", which may be a preparation for Xiaomi to sprint into the high-end market in the future. So, is Xiaomi's "transformation" on the way in 2019?

Before the launch, a Mi fan told Leifeng.com that he was a student and had always been a loyal fan of Xiaomi. What attracted him first was the "cost-effectiveness" of Xiaomi. Leifeng.com mentioned that Xiaomi would gradually lose the label of "cost-effectiveness" after Xiaomi 9. The Mi fan told Leifeng.com that Xiaomi had a clear advantage in the past few years, but the difference between mobile phone manufacturers has not been very obvious in recent years. The strength of latecomers is formidable and they are catching up obviously.

(Leifeng.com Note: Mi fans in the waiting area outside the press conference are still enthusiastic)

According to a recent data report released by IDC, Huawei, OPPO, vivo, Apple, and Xiaomi ranked the top five in terms of shipments in the fourth quarter of 2018. Apple's shipments ranked ahead of Xiaomi, with a market share of 11.5%. Xiaomi's shipments fell from 15.9 million units in the same period last year to 10.3 million units, and its market share fell from 13.9% to 10.3%, with the largest year-on-year decline compared to other manufacturers, reaching -34.9%.

On the day before the press conference, Lei Jun of Xiaomi, Zhao Ming of Honor, and Yu Chengdong of Huawei all posted photos of the moon taken by their own mobile phones on Weibo. Although, an insider close to Huawei told Leifeng.com that Huawei does not care about Xiaomi now, but Honor may care more. At the same time, in an interview with "China Entrepreneur" magazine three years ago, Yu Chengdong of Huawei said that "Xiaomi is not Huawei's competitor." But the coincidence of the three manufacturers' "actions" of taking photos of the moon has triggered heated comments from netizens today. Whether it is an intentional "competition" or PK, only the three manufacturers "know it well."

At the press conference, Lei Jun also brought up what happened last night and joked with everyone that the photos he took were different from those taken by competitors. "Why can't I take a good photo?" (Companies took photos taken with their phones). Lei Jun said that it is the most difficult to take photos of the moon in the night scene mode of a mobile phone. Xiaomi has been preparing for this since the Mid-Autumn Festival last year, namely the Super Moon Xiaomi 9 Super Moon mode.

At the press conference, Lei Jun also introduced some accessories launched by Xiaomi, including the 99-yuan Xiaomi wireless charger, the 149-yuan Xiaomi wireless power bank, and the 169-yuan Xiaomi wireless car charger. Lei Jun said that it was the constant competition with other companies that made wireless charging technology advance by leaps and bounds and its practicality greatly improved. The PPT showed that as of October 2018, the wireless charging time of Xiaomi MIX 3 was 2 hours and 26 minutes, and the charging time of Mate 20 Pro was 2 hours and 4 minutes.

Xiaomi has always attached great importance to mobile photography. The Xiaomi Mi 9's DXOMARK MOBILE score reached 107 points, very close to the first place, surpassing all Apple and Samsung phones. Xiaomi Mi 9's video shooting function ranks first in the world. Xiaomi Mi 9 also cooperated with TikTok as the exclusive video experience optimization partner.

At the Xiaomi Mi 9 price announcement stage at the launch conference, Lei Jun made an "all-round" comparison with the Mate 20 from a competitor. From running scores, back fingerprint, Sony camera to wireless charging and other functions, he said that every function is better than that of competitors. In particular, the 48-megapixel triple-camera has a clear advantage. After the "ultra-low" price of 2,999 yuan was announced, Lei Jun said that the launch conference was only halfway through.

Lei Jun also introduced another model, Xiaomi Mi 9 SE, for fans of the small-screen flagship, in addition to Xiaomi Mi 9. In terms of price, Xiaomi Mi 9 with 6GB+128GB is priced at 2,999 yuan, 8GB+128GB is priced at 3,299 yuan, Xiaomi Mi 9 transparent version with 12GB+256GB is priced at 3,999 yuan, and Xiaomi Mi 9 SE starts at 1,999 yuan.

Leifeng.com believes that the first press conference after Xiaomi's strategic adjustment is held on the eve of the MWC conference, which is very important for Xiaomi. However, the entire press conference was relatively "dragging", just a "continuation" of the online press conference, and the introduction of configuration and performance is almost the same as the online press conference. As a turning point in Xiaomi's "cost-effective" strategy, Xiaomi still continues the "cost-effective" gene, which is only a temporary comfort for Mi fans. In the current situation where manufacturers are fiercely competitive and evenly matched. How Xiaomi can reverse the deepening "decline" and give an explanation to Mi fans and even shareholders, we will have to wait and see.

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